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As e-commerce in the region accelerates, brands learnt new ways to attract and retain consumers at the first Shopee Brands Summit
SINGAPORE – Media
OutReach – 25 January
2021 – Shopee, the leading e-commerce platform in Southeast Asia and Taiwan, today unveiled a series of new initiatives and
features for Shopee Mall[1], at the
inaugural Shopee Brands Summit 2021, held at Andaz Singapore. The event saw Shopee’s
leadership team share the 2021 roadmap for brands to capture the next wave of
growth in the region’s US$172 billion[2]
e-commerce market, as consumers shop and spend more online. Since launching
Shopee Mall, orders have grown by 10 times, indicative of a growing consumer
demand. Similarly, the ongoing impact of the pandemic on retail traffic has
also driven more brands to expand their online businesses, with the number of
official stores on Shopee Mall doubling in the past year.
In his welcome address, Chris Feng, Chief Executive Officer of Shopee said, “Shopee Mall is
an integral part of our business, and we have a strong track record of helping
brands to transit, grow and succeed online. Today, Shopee Mall houses more than
20,000 international and local brands, a four-fold increase from when we first
launched in 2017. As opportunities in Southeast Asia’s digital economy continue
to flourish, we are committed to strengthening our support for brands to boost
their online presence, drive sales and serve consumers better. We will also
continue to innovate our platform, services and features to meet the ever
changing needs of our consumers, delivering a seamless and fun shopping
experience.”
New
programmes to help high-performing brands scale new heights
At the summit,
Shopee announced the launch of two new programmes that aim to help top
performing brands maximise their online growth potential. This includes the Regional Champion Brands Programme, a
by-invite program comprising 16 brands who will receive priority support from
Shopee in the areas of marketing, innovation and insights. These brands will
receive exclusive access to Shopee’s campaigns and new feature launches, as
well as dedicated support to further grow their business.
The second programme
is the ‘100 Million Dollar Club’,
which challenges brands to achieve USD100 million in Gross Merchandise Value
(GMV) within the year. The first ten brands to unlock this milestone will be
rewarded with special perks, including privileged access to exclusive business
insights, increased campaign exposure, media support and more.
New features and initiatives to empower brands
In addition to the
two new programmes, Shopee will also be rolling out a series of new initiatives
and improvements to help brands acquire new consumers, increase consumer
retention and optimise their online performance.
1) Increasing brand awareness
and reach among different consumer segments
This year, Shopee will be scaling up on its mega
shopping events and brand collaborations to boost brands’ online visibility and
capture new consumers. This includes helping brands to reach new consumer
demographics, such as the growing segment of affluent consumers shopping online
for premium products. As such, Shopee will be scaling up its Shopee Premium
offerings and campaigns and expanding its assortment to include more premium
fashion and beauty brands.
To help fast-moving consumer (FMCG) brands capture a growing segment of online
grocery shoppers, Shopee will also be ramping up on Shopee Mart, a one-stop
shop that allows consumers to conveniently purchase a wide variety of groceries
and personal care products.
2) Providing brands with more
ways to connect and engage with existing consumers
In addition to helping brands reach new consumer segments, Shopee’s
suite of in-app engagement tools also allow brands to continuously connect and
engage with existing consumers. For instance, Shopee most recently upgraded its
popular Shopee Live feature to support co-streaming, which allows for more
dynamic and interactive entertainment for viewers during brands’ livestreams.
Shopee
also introduced the Brand Membership
program for brands to increase consumer retention by rewarding shoppers
with loyalty points when they shop from brands’ Official Stores on Shopee Mall.
This encourages more frequent purchase
and deepens brands’ understanding of their consumers’ purchasing habits and references.
Finally,
Shopee also provides brands with an extensive range of warehouse and fulfilment
support, allowing them to fulfil orders quickly and reliably all year round. This
translates to a more seamless shopping experience for consumers and in turn, increased
consumer satisfaction and likelihood of repurchase.
3)
Optimising brands’ performance with enhanced data-driven tools
As
the online space becomes increasingly competitive, Shopee is constantly
upgrading its data-driven tools to empower brands to track, analyse and
optimise their store performance. This includes an enhanced marketing and business data portal that provides brands
with centralised access to market intelligence, product rankings, store traffic
and more, giving them useful insights to guide decision-making and drive
sustained growth.
Shopee Brands Awards 2021
To celebrate
brands’ milestones and achievements, Shopee also presented awards to ten brands
for their outstanding marketing and commercial performance (refer to Appendix
for full list of award categories and winners).
At the closing of the event, Ian Ho, Regional Managing Director and Head
of Regional Brand Partnerships at Shopee, reiterated Shopee’s commitment to
brands, and said, “We are all gathered here today because we share the common
goal and commitment to deliver the best shopping experience for our users and
customers. With our strong and dedicated teams in each of our markets, Shopee
is confident of taking brands to the next level in an increasingly
digital-first world.”
Download Shopee for
free on App Store or Google Play Store.
[1] Shopee Mall is a dedicated space offering
authentic products from thousands of renowned international and local brands,
guaranteed by Shopee
[2] Google-Temasek-Bain,
‘e-Conomy SEA 2020’ projected that Southeast’s e-commerce market will be worth
US$172 billion by 2025
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